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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

personality

How much a person feels that he/she is different from other people is measured with three, seven-point Likert-type items.

How much a person views him/herself as sympathetic and concerned about others is measured with three, seven-point Likert-type items.

Three, seven-point Likert-type items measure how much a person describes him/herself as talkative and gregarious.

With three, seven-point Likert-type items, the scale measures the degree to which a person believes he/she is imaginative and interested in abstract ideas.

With eight, six-point Likert-type items, the scale measures how much at a particular moment in time one’s motivation is to be around people and situations in which he/she has high certainty of what to expect.

This three-item, seven-point Likert-type scale measures the degree to which a customer gets bored always buying the same brands and, because of that, is motivated to shop for different brands.

How much a person is sociable and talkative is measured with six, seven-point Likert-type items.

The scale uses three, seven-point items to measure a person’s preference for normality and routine in his/her life rather than change.

Nine, four-point items are used to measure how much a person engages in self-examination and introspection.

With four, seven-point items, the scale measures one’s motivation to increase his/her knowledge and the willingness to change how the “world” is understood.